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Social Media Concept. The Word of Red Color Located over Text of White Color.

The year 2020 was unprecedented for social media as the pandemic forced people inside their homes. Social media platforms have not only become one of the primary sources of information and connection, but they also served as a distraction.

The stronger your foundations are, the likelier your social media strategy would succeed. For starters, do not long for unattainable goals because you will only end up frustrated. Start small and build from there after getting your confidence going.

Here are some useful tips that will help enhance your social media content strategy:

1. Audit your channels

Before crafting your strategy, you need to know what you are planning for in the first place. Below are some of the questions that will guide you:

  • Which platforms are you most active--Facebook, Instagram, YouTube, or Twitter?
  • What is your peak activity on the particular channel?
  • Where do you attribute the peak metric?
  • Have you replicated its success since?
  • Which channel did you abandon, and what was your reason for doing so?
  • What is the reason for the poor performance, and what is your plan of action?
  • Where are your competitors most active?
  • Do I have the resources to devote to the particular channel or multiple channels?

Poor performance does not necessarily mean that you delete the channel. But you have to answer some hard questions going forward. But do not be pressured to have a presence on all platforms as you may spread yourself too thin.

2. Recognize new truths

Being cooped up inside your home has its distinct advantages. For one, you do not have to worry about how you look. Social media puts a lot of pressure on users to portray themselves as more successful than they are. However, research also showed that people were also less worried about their self-image on their Facebook, Instagram, and TikTok. It showed that 4 in 10 users no longer feel that pressure. The pandemic made people open up on their struggles and share them with the world. Finally, since the lockdowns have caused widespread cabin fever, it is understandable that people tend to share funny posts, videos, and ads.

3. Know yourself

Gone are the days where commerce was very straightforward--vendors sold a product based on consumer demand. Today, it is all about branding, cultivating relationships, and enhancing the customer’s experience. Knowing yourself will help build your corporate identity, which, in turn, will establish the culture or voice of the company. Your identity must support your business goals. This is crucial because it will help you choose which social media channel to focus your resources on.

  • Facebook -- Excellent for referral traffic, brand awareness, user engagement.
  • Twitter -- Geared toward delivery of news and information; can quickly share or curate website content.
  • LinkedIn -- Designed for professional networking, hiring new talent, or soliciting solutions to internal problems.
  • Instagram -- Brand-building and storytelling; a breeding ground for influence marketing.

4. Content should support goals

Each organization has a distinct goal, and your strategy should be anchored on your objectives. For example, e-commerce websites want to increase sales and provide solutions to customer problems. Advocacy groups seek to advance an agenda, while a social goal aims to increase community outreach. How do you know if your content is driving your goals? You need to measure and analyze the metrics. With the data, you have no way to benchmark your success. For example, you count the number of unique visits funneled by your ad to determine your traffic. Auditing sales is more straightforward as you only need to measure the ROI of each social media post.

5. Learn from the big boys

Be hyperaware of lessons you can adopt for your social media strategy. The good news is that you can find roadmaps for success everywhere, particularly from big brands. They are much more capable of absorbing the blows, so they have more room for trial and error. For instance, one crucial lesson you need to learn is authenticity. Big brands learned the hard way that no amount of money can buy authenticity. People have a natural aversion to the message of “evil corporations” and “corporate overlords.” Small businesses and mom-and-pop stores have no such problem as customers tend to trust them more. If you play your cards right, you can make your customers your brand ambassadors, and they will promote your products by word-of-mouth or on their social media for free. Another lesson you need to learn is accessibility. When customers feel isolated, they will turn to social media to air their complaints. Suddenly, you have a potential PR nightmare on your hands. Make sure to be active in the community you belong in, find out their nagging questions, and provide solutions to them. 

6. Do not be afraid of video content

Small businesses are immediately intimidated when they hear the word video. Videos tell a story in a way that a text could not, and it is not even close. People also demand more video content from the business they support. Indeed, the cost can be daunting for small businesses. For instance, a professional video may cost you upwards of $1,000, although you can cycle the content multiple times before moving on to another project. You will also likely reap the rewards because people will share your video 12x morethan text and static images. Fortunately, today’s technology provides a lot of flexibility for small organizations to create their own social media videos. The video software has available templates to make your content professional-looking. Also, unlike before, where you need to purchase expensive cameras, most modern smartphones are equipped with powerful lenses to do the job.

Success is not guaranteed by having the right platform and your strategy aligning with your goals. One overlooked aspect of any social media strategy is activity. At the very least, you should post once a day on your Facebook page or three times a day on your Twitter account. But this is just an estimate. You should still measure your metrics to determine the correct number of posts for your business.

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Despite the rise of video content, 8 in 10 digital marketers still have blogging as a strategy in their back pocket. The simple answer is that it works. For example, more than 5 in 10 marketers claim that they gained new traffic from blogging.

Here are some of the statistics about blogging you should know about:

  • More than 400 people read at least 20 billion blogs monthly
  • Readers comment on blogs 70 million times each month
  • The average blog has more than 1,000 words
  • Bloggers on average finish the blog in three hours and fifty-seven minutes
  • 3 in 10 readers prefer a list post to a long narrative
  • Websites featuring blogs have more than 400% indexed pages
  • More than 7 in 10 users read and skim through blogs

But you need to understand one thing about blogging--it is challenging. For one, blogging is time-consuming, especially for a new business that needs to build its audience.

It is one thing to speak to a captured audience (your loyal customers), but it is quite another to use it as a tool to funnel traffic into your website. So, why do you need to include blogging in your content strategy for 2021? We list down the reasons for doing so.

  1. Blogging is still the king of content -- More marketers are using video to reach out to their target audience, but the strategy still has not replaced blogging on top of the totem pole. More than any other form, blogging can establish your authority as an expert in your field. As an added benefit, blogs are still the cheapest form of SEO, compared to video, infographics, and images. They are perfect for small businesses with limited budgets. You can outsource the assignment to professionals, and it will cost you between $20 and $250 per blog post. But you can drastically cut costs if you are doing it on your own. In comparison, professional videos will cost you upwards of $1,500.
  2. Boost your rankings -- Last year was a surreal one as the pandemic upended the world. This year does not bode well for bringing things back to normal as the coronavirus continues to lay waste to economies. However, despite the pandemonium, you know what has remained consistent? Blogging continues to drive traffic to websites at exponential rates. Some businesses may take a more conservative tack in terms of marketing spend. But you do not have to erase your previous gains by abandoning your strategy altogether. Blogging is the perfect way to reach out to your audience and assure them that you are still fighting along with them. You also rank higher when you manage to position your website as the primary authority in answering the user’s relevant queries. Another way to boost your rankings is if other websites link to your blog post as a primary source of information.
  3. Demonstrate your credibility -- blogging helps establish your credentials. There is nothing like putting thoughts to paper while inviting scrutiny. It is like putting a challenge out there to question your authority on the matter at hand. But you can build your credibility further by adding stats and studies to back your claims. You can also invite industry experts to write their perspectives on the topic. Finally, you can include videos, infographics, or images to prove a point. Again, it is not easy for most businesses to produce high-quality posts regularly. You can outsource most of the writing jobs to competent SEO professionals out there. But make time to write a blog at least once a week so that you can continue to connect with your audience. If anything else, you blog because you offer a unique perspective to add to the ocean of opinions out there.
  4. Promote your products -- E-commerce websites do not put too much stock on blogging, which is a shame since they can increase sales this way. Most businesses do not understand that the amount of quality content on your website is crucial in search engine indexing. You can post special events, discount offers, flash sales, and other announcements. Another reason to blog is to engage your customers, especially if you open your post to comments. You can ask satisfied customers to include their testimonies and highlight these success stories on your website. The trick in promoting your products is to be truthful. You should also list down the cons, along with the pros, and let your customers decide. But you should do it in such a way that you do not sabotage your product. You can still pitch a product without peppering your post with too much sales talk.
  5. Reach out to new markets -- blogging can drive new traffic to your website as Google tends to recommend websites with updated and high-quality content. The important thing is to be patient. Your blog should work to funnels sales to your website. You would only be wasting space otherwise. Finding new markets will guarantee a steady stream of revenues. You have zero chance of expanding your business if you are always relying on your existing customer base. More importantly, you can use blogging to make your loyal customers feel rewarded while reaching out to prospects. However, it takes blogs at least three months to gain traction, especially for new businesses. You cannot demand results immediately just because you are producing premium content.

But one thing to remember about your blogs is ownership. Make sure that you do not use free blogging platforms to host your thoughts. You will be at the mercy of these platforms, and they can delete your content anytime.

Conclusion

One of the most significant challenges of blogging is finding the right person with the talent to put their thoughts on paper with their business goals in mind. It is intimidating for most people to stare at a blank screen as the pressure to churn out a product increases. Fortunately, in today’s age, you do not have to do it on your own. Social Media Marketing agencies can cost-effectively handle your content strategy. We already demonstrated that blogging establishes authority and generates traffic. Now, the easy part is for you to decide to place that call.

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Blogging is an effective marketing tool that is sadly underutilized by some businesses. Unfortunately, e-commerce websites fail to see the value of a blog and see it as a distraction.

Understandably, churning consistent quality content may be outside their field of expertise. And populating your website with low-quality content is the worse strategy. You will only lose yourself in the ocean of words that are published daily. For example, on WordPress alone, there are 2.3 million blog posts each day.

While blogging is not a requirement for a successful website, it can go a long way to establish your credibility, generate new traffic, and promote your products and services.

Here are some of the tips you can follow to increase the conversion rate of each blog post:

  1. One post, one goal -- You blog with one goal in mind so that you would be all over the place. As a result, you will not confuse your readers regarding your objectives. Meet with your team to determine your goals using the S.M.A.R.T. or C.L.E.A.R. method. From your main goal, you can create sub-goals within the blog but make sure you do not veer away from your primary objective.
  2. Identify your audience -- Knowing your audience will determine the language you are going to use. In marketing parlance, mirroring is a method to mimic the prospect’s movements to make yourself more accessible. You can get your message across more clearly if you speak your target reader’s language.
  3. Find your voice -- How would you like your audience to know you? You can leave an impression by the tone of your blog content. Finding your voice means establishing your corporate identity. Would you like to sound casual, the way you speak to your family and friends? Would you like to appear professional, as you would treat your colleagues? You can be humorous, witty, optimistic, informal, or be serious. But always strive for authenticity because the audience will sense fakeness. 
  4. Write eye-catching headlines -- It takes a reader less than five seconds to decide whether to continue reading your post or not. And it all starts with the headline that grabs their attention and stirs their curiosity. Your headline must be witty, provide a solution, and optimized for SEO. How many words should your headline have? The numbers vary but make sure they do not exceed ten words. The Advanced Marketing Institute released a handy tool to gauge the Emotional Marketing Value of your headline.
  5. Solve a problem -- The blog post should not exist in a vacuum, meaning you do not write simply to meet your daily quota. The content is geared to the search intent. Customers go online to find a solution--whether buying a product or answering their nagging questions. But try to provide a solution that will resonate with the reader’s emotions. If they can relate to your post, they tend to make an affirmative action
  6. Optimized for SEO -- No matter how well your write, it would not matter if you cannot reach your intended audience. Search engine optimization will get you there. Using SEO best practices, you will put yourself in a better position on the search engine results pages. As the numbers show, people typically find their answers within the first five websites on Google’s SERP. For example, the top website on Google’s search results will corner 33% of the total traffic
  7. Update consistently -- What does consistently mean? The frequency of your blog post depends on your business. A smaller company can get away with posting a blog 3-4 times a week, but websites with a large following tend to post daily. The magic number seems to be 11 or more per month. Hubspot placed the number at 16 or more as websites generated 3.5 times traffic as a result. Consistency also refers to the days of the week that you post. You can also ask your readers to subscribe to your newsletter or RSS feed. In this way, you can alert them every time you post a blog
  8. Be aware of your time -- The time you post your blog on your website is as important as the frequency of uploads. If you are a small business, you may consider hiring content writers who are knowledgeable about SEO. In 2017, Trackmaven (now Skyword) published a report concluding that Sunday is the best time to post a blog since they were shared a lot more. Meanwhile, Tuesday, Wednesday, and Friday performed worse. Another research suggested that the best time to post is between 9-10 a.m. on a weekday. But you can always measure your post to determine which time is best for you.
  9. Anecdotes and real-life experiences work -- A case study that will support your solution or hypothesis will help persuade your audience better. There is a reason why people read reviews before purchasing a product--they want to hear the POV of other consumers and determine the pros and cons. Meanwhile, writing anecdotes not only provides the proof your readers need, but they are also very engaging compared to the average blog post. Again, make sure that you draw the case study from your experience rather than pulling it out of thin air. The readers can sense if you are trying to manipulate them.
  10. CTA -- Lastly, your blog should have a call-to-action to drive home your point to the readers. In this way, your audience would not be confused by your intentions. You can ask them to share your content, try out your product, subscribe to your newsletter, or comment on your blog post. With a compelling CTA, you can encourage your readers to engage with your business.

Conclusion

If you have not yet jumped on the blogging bandwagon, it is not yet too late for your business to do so. But it is a slippery slope, especially if you are not confident about your writing skills. Fortunately, you can outsource your content to pros with the experience and knowledge to deliver results. The benefits you gain from reaching your goals will outweigh the cost.

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Content marketing is one of the most powerful digital marketing strategies you can use to create and disseminate valuable and relevant information to your targeted audience. It helps to your brand image, attracts new prospects and maintains customer loyalty to your brand, products, and services.

 

Why do I need a content marketing strategy?

 

In business, you need to advertise your products and services to increase awareness and reach a higher number of potential customers. In using content marketing as an advertising platform, you are building likability, familiarity, and trust of potential customers to your brand.

 

In developing your content, you should know the problems of people in their lives and use your content to bring solutions to their issues. You must deliver your content in the right channels in the appropriate formats at the correct time to achieve the best results.

 

Why is content an essential component of my content marketing strategy?

 

Content is a multifaceted and marketing tool that can produce positive results for your company’s bottom line. Some of the types of content are graphics, texts, and videos you post on your website. There are several benefits of content:

 

  1. It is the fundamental element of a digital marketing campaign.
  2. It makes your site an authority and source of essential information in your industry.
  3. You can share your content on social media platforms like Facebook, LinkedIn, and Twitter to widen your reach.
  4. It increases the awareness of your potential customers to your industry, products, and services through relevant information.
  5. It can earn links from other websites that will boost your rankings in the search engines. With better ranking, you can get a competitive advantage over your competitors.
  6. It can convince potential customers to buy your products or services.

 

How does content marketing benefit my digital marketing campaign?

 

There are numerous benefits content marketing can bring to your company. It can help you achieve your business goals and objectives. Here are some benefits of content marketing to your brand:

 

  1. Bolster engagement – An informative and relevant content can boost your engagement with your audience through likes, comments, and shares on social media and inbound links from other sites.
  2. Increased brand awareness – If people read and share your content, the popularity of your company will increase.
  3. Lead generation and nurturing – Your content marketing approach can turn leads into customers and maintain their loyalty to your brand.
  4. Search engine ranking – As more users use your content, your pages will rank better in the search engines. Your content marketing will also boost your overall domain authority.
  5. Higher revenues – An excellent content marketing strategy can entice customers to buy your products or services.

 

How can I measure the success of my content marketing strategy?

 

There are measurable metrics to determine the effectiveness of your content marketing strategy. Here are some of them:

 

  1. To learn how your content marketing affects your brand awareness, you should monitor things like video views, downloads, referral links, website traffic, social chatter, and page views.
  2. To determine the engagement of your audience, you should track the blog comments, forwards, inbound links, likes, tweets, and shares of your content.
  3. To monitor the effects of your content marketing on your sales, examine your online transactions, offline sales, manual reporting, and anecdotes.
  4. To track the lead generation results of your content marketing, assess your email subscriptions, conversion rate, form completion and downloads, and blog subscription.
  5. You should measure your existing customers’ renewal rates and percentage of consumed content to determine the effectiveness of your content marketing in maintaining your clients.
  6. To track your upsell or cross-sell transactions from your content marketing, monitor your new products or services.

 

How much should I pay for content marketing?

 

There are several factors to consider in determining the cost of your content marketing efforts. To give you an idea, here are some data to consider:

 

  1. For content research, a provider charged necessary audits from $100 to $200 in 2019. A content review is essential in content marketing to identify the areas that need improvement and provide direction to your strategy.
  2. For your blog, social media, and website content, you can spend $100-$2,000 for a 2,000-word post. However, some writers are willing to create your content at a rate of $1 to $2 per word. If you want to rank your content in search results and entice more clients, you must be prepared to spend $2,000-10,000 per month or higher.
  3. You should update and optimize your content periodically to retain its search engine ranking. The pricing for content updates also ranges from $2,000 to $10,000 per month.

 

Does content marketing deliver the return on investment (ROI) I envision?

 

Content marketing is a practical approach that can give you a high ROI. It is an essential strategy to engage, build trust, and establish the loyalty of your existing and potential customers.

 

Keeping your target audience engaged is invaluable for your brand. When your audience shares, comments or likes your content, they are telling people that your brand is delivering value. Earning the engagement of your target potential customers is not an easy task. It requires consistency, creative thoughtfulness, and collaborative efforts of your marketing team. Although it is very challenging to develop highly engaging content that attracts the attention of your target audience, when done right, it is worth your efforts.

 

What is meant by Content Marketing?

Content marketing refers to the strategic approach towards the creation and distribution of relevant, consistent, and valuable content that attracts and retains your potential customers and ultimately drives profitable actions from them.

With this approach, instead of directly pitching your services or products to your customers, you provide them with genuinely relevant, useful, and educational content about your products or services, which helps your customers resolve their problems.

 

What Are Content Marketing Tactics?

The demand for fresh, unique, and valuable content is tremendous. If you want to drive more organic traffic to your website and develop a profitable business, you need to take your content marketing strategy seriously. Here are some of the best and tested content marketing tactics that enable you to cut through the digital noise and reach and engage your target customers.

 

How to Develop and Optimize Landing Pages?

When you develop more landing pages targeted towards your audience, you should think about strategic selection and the placement of keywords. After that, you should build your content around those elements. You can easily create high-quality and compelling landing pages by using available templates. You can find many sites that provide free and paid templates such as Wix, Zapier, MailChimp, and many more.

 

How to Classify Your Audience to Boost Engagement?

Smart marketers classify their target audience based on their product or service-related needs. This classification is necessary because some of your blog or site visitors are not buyers, while others are. In simple words, your content is not suitable for everyone visiting your site because they have different needs.

So, you need to segment or classify your content based on the buyer persona. It means you should develop a specific profile for one segment of your target audience based on their age, gender, behavior, what they are looking for, and some other factors. In this way, you can create content that speaks to that particular segment directly and more effectively.

 

How to Learn About Your Target Audience and Satisfy Their Needs?

Before creating impactful, engaging, and great content, you need to know about your target audience. One of the best techniques to discover what your target customers are searching for is the use of keywords research. For this, you can start with Google Trends to get a better idea about the current demand for your content or topic. Remember, the better you know your target audience, the more relevant content you can create, which satisfies their needs.

 

How to Use Adaptive Content to Target Millennials?

Millennials form the most diverse and most extensive generation in the world that values creativity at the workplace, community, and family. Millennials are the most considerable portion of your target audience. You should develop a content marketing strategy that addresses their needs and values.

In this regard, adaptive content is the right choice. Adaptive content provides support to purposeful interactions across a variety of platforms. Your content should be easily accessible on mobile devices and desktops. As a result, your audience should be able to continue reading your content on their smartphones from where they left on their computers. Although this is a relatively new tactic, it is increasingly gaining ground.

 

Should You Stick with a Consistent Content Marketing Strategy?

Consistency is key to a successful content marketing strategy. You cannot expect to generate 10,000 monthly visitors to your blog or website in the beginning. Start small and consistently create content that supports you in accomplishing your content marketing goals. Instead of getting obsessed over achieving 10,000 monthly visitors, keep your focus on 100 visitors every month. Ensure to set realistic and measurable content marketing milestones. Following this practice enables you to move forward steadily without losing focus and hope.

 

Should You Regularly Run A/B Split Tests?

Split testing or A/B testing is a crucial part of content marketing. It enables you to determine which of your content, call-to-actions, or headlines are performing better than the others.  Regular A/B testing boosts your conversions. Through split testing, you know about the content marketing strategies that work best for your brand or business. Split-testing makes your content marketing campaign much more effective and more precise. You can apply split testing to almost anything covered under content marketing such as site speed, CTAs, headlines, visuals, landing pages, and so on.

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